Home AdExchanger Talks Move Fast And Fix Things, With IAB Tech Lab CEO Tony Katsur

Move Fast And Fix Things, With IAB Tech Lab CEO Tony Katsur

SHARE:
Tony Katsur, CEO, IAB Tech Lab

It’s been more than two years since the IAB Tech Lab first announced Project Rearc, an industry effort with the rather lofty goal of rearchitecting how personalized advertising functions online.

Google keeps kicking the can down the road, but third-party cookies are scheduled to be phased out in Chrome starting next year – and the industry is scrambling to develop viable alternatives.

But what progress has been made since Rearc first kicked off in February 2020?

Quite a lot, actually, says IAB Tech Lab CEO Tony Katsur on this week’s episode of AdExchanger Talks.

“The flywheel is really starting to spin up in terms of Project Rearc initiatives hitting the market,” Katsur says, pointing to the recently released seller-defined audiences spec, the soon-to-be-released Global Privacy Platform and the Global Accountability Platform, which is in the works and set for release later this year.

The question is: Why do these things take so long? There are a couple of reasons, says Katsur, who joined the Tech Lab as chief last summer.


First, Google’s deadline extension for the deprecation of third-party cookies until the end of 2023 took away some of the urgency to change. There’s also the fact that the industry is dealing with multiple existential crises at the same time – from platform changes to privacy regulations – and rebuilding the foundation of online advertising takes time, apparently.

But the momentum is starting to regather, and there’s growing participation among members of the Tech Lab’s privacy-oriented working groups and committees to “get these solutions out the door,” Katsur says.

“We are hell-bent on moving faster … [but] standards have wide-ranging impacts on a multibillion-dollar industry, so we do need to be deliberate,” he says. “It doesn’t mean moving faster just to move faster.”

Also in this episode: Hope springs eternal for the Transparency and Consent Framework in Europe (the Belgians seem open to collaboration), an update on PETs (aka, privacy-enhancing technologies) and fighting in white-collar fight clubs (no, we don’t mean IAB Tech Lab board meetings).

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.